Waitrose of John Lewis will propose a marketing plan focused on personalization, loyalty schemes, and social media to improve the pre-purchase and post-purchase customer experience for millennials in the UK and EU online retail markets. The plan targets digital native millennials via mobile channels to appeal to their preference for seamless omnichannel experiences. It aims to increase customer acquisition through conversion and retention rates using these three promotional methods.

1. Copyright © 2019 Kyo All rights reserved.
Waitrose of John Lewis will be proposed the marketing plan, which is
the personalization, loyalty scheme and social media for mainly
millennials to be experienced the accomplished pre/post purchase CX in
UK and EU online retail market with mobile
Executive Summary
0
4C STP 4P
Acquisition and
Retention
Search the
most
prospective
market
Find which
segment is
the most
suitable for
the market
Discover how Waitrose approach
the target

2. Copyright © 2019 Kyo All rights reserved.
Waitrose of John Lewis should focus on online retail market
4C
1
Customer
Company
Competitor
• Global online retail market is still
growing
• M-commerce is ruling in the online
sales
• Waitrose online sales is increasing but
the share is relatively small
• John Lewis has one of the highest
customer satisfaction
• AmazonFresh penetrate into online
sales in the UK in terms of several
products, mainly grocery with quite
cheaper price
Point Key Facts
• expected to grow at a CAGR of 13.4%
during 2017-22
• Mobile share of retail e-commerce sales
transactions is 55% in the UK,2018
• Online grocery retailers' market shares of
Waitrose is 5% in 2014
• John Lewis had the highest NPS of
businesses operating within the UK in 2017
• Online grocery retailers' market shares of
AmazonFresh is 39.5% in 2016
• Grocery prices of Waitrose are 40% higher
than AmazonFresh
collaborators
• Ocado with Waitrose groceries can
compete with Amazonfresh not only
in the UK but also other countries
• Ocado global eCommerce net sales is $1.41
billion (Amazonfresh is $1.6 billion)
• Waitrose division launched Ocado, an online
service that delivers Waitrose groceries to
homes in 2000

3. Copyright © 2019 Kyo All rights reserved.
Waitrose of John Lewis should concentrate on Digital native, mainly
millennials via mobile not only in the UK but also the EU because of
their cultural similarity to appeal omnichannel customer experience,
primary to revise post and pre purchase services
Segmentation, Targeting, and Positioning (STP)
2
Segmentation
&Targeting
Baby Boomer (55 ~ 73)
Generation X (40 ~ 54)
Millennials (25 ~ 39)
iGen / Gen Z (7 ~ 24)
Generation (Age)
Positioning
Region
UK
Europe
US
Asia-Pacific
Frequency of purchasing online
Yes - Frequently
Yes - Occasionally
Never
Social networks preference
Yes
No
Key facts of Millennials in EU and UK features
• Millennials constitute more than 25% of the UK population
• 87% of millennials are price-savvy (looking at several websites to see where they can get the best price)
• 46% of UK millennials using iPhones (30% using Samsung and 23% non-Samsung Android smartphones)
• Millennial’s search for product often starts on social media networks, and referrals from social feeds
• 45% of millennials do online purchase using mobile but expecting a seamless cross-channel experience
• More than 50% of millennials surveyed still like to buy in store
• Approximately 40% of millennials visited competitor stores (online or high street) before purchase
• 44% of millennials says they knows what they want and are able to ‘find it quickly and easily’

4. Copyright © 2019 Kyo All rights reserved.
Target customers focus on searching the cheaper goods and count on
other costs in purchasing such as the information including reviews,
which means Waitrose of John Lewis should consider pre and post
purchase experience
Marketing Mix (4P)
3
Product
§ Physical
§ Free shipping
§ Free returns and exchanges
§ Bought online returned in store
§ To provide a showroom for products
§ They can not change due to the price competition § E-commerce platforms (Johnlewis.com & Waitrose.com)
§ John Lewis 51 stores and Waitrose 349 shops
Price Place
Promotions
§ Personalization
§ [Where] banners, call-out messages, inline content and survey questions
§ [What] rule-based targeting to segments, triggered messages/notifications, machine
learning/algorithmic 1-to-1 personalization, product or content recommendations by segment
§ [How] email personalization tools, A/B testing, Triggered email solutions and platforms
§ Loyalty scheme
§ Social Media
§ Digital
§ Tracked or received delivery notifications
§ Customers review function in online
§ Check stock function in online
§ ‘buy now, pay later’ models

5. Copyright © 2019 Kyo All rights reserved.
• N/A (2.72%, Global online
shopper in 2019)
Waitrose of John Lewis can improve their customer acquisition such as
conversion and retention rate using the three promotion methods
including personalization, loyalty scheme and social media for the target
Customer Acquisition and Retention
4
Page views
Conversion Rate
Retention
rate
Total visitors (Traffic)
• N/A (6%, E-Commerce industry
average retention after eight
weeks)
• 5.28M in the last 6
months
• 64.94% is from Search
• 1.03% is from Social
As-is Scope of Promotions
Person
alization
Loyalty
scheme
Social
Media